Next Day Floors

Conversion Rate Optimization

  • Digital Marketing
  • Website Development

The Who

Next Day Floors is a Baltimore-based flooring company that offers two ways for customers to buy — retail showrooms where customers can see hundreds of samples, and a shop-at-home option where a flooring specialist will come to them.

The Challenge

After a Google Analytics audit revealed the site’s traffic, conversion rate and total number of leads had dropped off following a re-branding effort and site re-design, Next Day Floors needed a partner to help get things moving back in the right direction.

How We Delivered

Using the data gathered in our audit, we knew that the customer path from site entry to conversion was convoluted and causing users to leave the site early. To address this, we consolidated pages site-wide and updated the main navigation to help visitors find what they need and convert. Additionally, we built a new contact form that provided us with more information from users while making it easier for them to schedule an in-home consultation.

The Results

Our efforts to help users get to their destination faster led to substantial increases in both conversion rate and total number of conversions. In the 60 days following our conversion rate optimization efforts, we saw a 54 percent increase in leads, and our conversion rate improved 78 percent (compared to the previous 60 days). With the site performing at an optimal level, we focused on generating qualified traffic — knowing that once the qualified users entered the site, they would be highly likely to convert into leads.

Our goal was creating a user experience that was effortless. Research and site analytics analysis were crucial for setting the groundwork for improving the user journey. I really enjoyed this project, mostly because it was a local client competing in a local market. We were able to really dive into the client’s company, learn the various areas it is serving, and deliver well thought out solutions and strategies that exceeded the client’s expectations.
Tim Moorhead, Digital Marketing Specialist, AINSLEY & CO.

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